Automation Hero, formerly SalesHero, has secured $14.5 million in new funding led by Atomico, with participation by Baidu Ventures and Cherry Ventures. As part of the deal, Atomico principal Ben Blume will join the company’s board of directors.

The automation startup launched in 2017 as SalesHero, giving sales orgs a simple way to automate back-office processes like filing an expense report or updating the CRM. It does this through an AI assistant called Robin — “Batman and Robin, it worked with the superhero theme, and it’s gender neutral,” co-founder and CEO Stefan Groschupf explained — that can be configured to go through the regular workflow and take care of repetitive tasks.

“We brought computers into the workplace because we believed they could make us more productive,” said Groschupf. “But in many companies, people spend a lot of time entering data and doing painful manual processes to make these machines happy.”

The idea was to give salespeople more time to actually do their job, which is selling to clients. If all the administrative and repetitive “paperwork” is done by a computer, human employees can become more productive and efficient at skilled tasks.

By weaving together click robots, Automation Hero users can build out their own workflows through a no-code interface, tying together a wide variety of both structured and unstructured data sources. Those workflows are then presented in the inbox each morning by Robin, the AI assistant, and are executed as soon as the user gives the go-ahead.

After launch, the team realized that other types of organizations, beyond sales departments, were building out automations. Insurance firms, in particular, were using the software to automate some of the repetitive tasks involved with filing and assessing claims.

This led to today’s rebrand to Automation Hero.

Groschupf said that by automating the process of filling out a single closing form, it saved one insurance firm’s 430 sales reps 18.46 years per year.

Automation Hero has now raised a total of $19 million.

“We’re really excited with Atomico to bring on a great VC and good people,” said Groschupf. “I’ve raised capital before and I’ve worked with some of the more questionable VCs, as it turns out. We’re super-excited we’ve found an investor that really bakes important things, like a diversity policy and a family leave policy, right into the company’s investment agreement.”

Though he didn’t confirm, it’s likely that Groschupf is referring to KPCB, which has run into its fair share of controversy over the past few years and was an investor in Groschupf’s previous startup, Datameer.